The Role of Functional and Wellness Values in Visitors' Evaluation of Spa Experiences

Youngjoon Choi, Jihee Kim, Choong Ki Lee, Benjamin Hickerson

Research output: Journal article publicationJournal articleAcademic researchpeer-review

42 Citations (Scopus)


By responding to the current emphasis on health and wellness in modern society, the spa industry has experienced a rapid growth in the last two decades. To understand the determinants of revisitation and long-term attitudinal loyalty, this study investigated how visitors perceive the potential value of spa experiences. The purpose of this study was to examine the role of two distinct dimensions of perceived value (functional and wellness values) in spa visitors' decision-making process for future behavior. Based on the framework of “quality-perceived value-satisfaction-behavioral intention”, a field survey was conducted to test the mediating role of functional and wellness values in the case of Jinan Red Ginseng Spa located in South Korea. The findings provide further information to explain the underlying mechanisms for increasing spa visitors' behavioral intention to revisit and recommend.
Original languageEnglish
Pages (from-to)263-279
Number of pages17
JournalAsia Pacific Journal of Tourism Research
Issue number3
Publication statusPublished - 1 Jan 2015
Externally publishedYes


  • behavioral intention
  • functional value
  • health tourism
  • spa
  • wellness value

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Tourism, Leisure and Hospitality Management


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